Focusing on the strategic role of persuasive communication,
concepts and methods necessary to develop advertising programs, and
advertising planning and budgeting in the context of achieving marketing
objectives, this course examines advertising as a business, as a marketing
tool, as a creative process, and as a hybrid discipline that draws from
both the arts and the sciences.We
will begin with the advertising environment, and establish a foundation of
Integrated Marketing Communications upon which the rest of the course will
be built.Strategy and
planning will follow, with a thorough discussion of the various
advertising media.Creating
advertising programs within many of the media will test your creative
skills.Finally, we will learn
about advertising’s role within a firm’s overall integrated marketing
communications strategy.